April 27, shi yuzhu (micro Po) in micro bo has revealed in the health service, it will consider closing, turn to sell insurance; April 25, swimming in the first quarter of 2011 earnings, its content express will invest $12 million for ding ji advertising and marketing activities. Seemingly irrelevant two things, but industry insiders took contrast. \”Even the old stu to exit the health product market, an enterprise more like selling health products.\” Facing increase exponentially marketing costs, some Internet company executives so ridiculed.

From 120 million to 12 million RMB $
The current vice President of entertainment ZhangXinJing in spring and autumn, 10 years ago YuZhongGuang inauguration nets. According to her memories, 2002 years wide nets game players have 80% is through advertising gain. \”But when the industry average advertising is not big, single product analyses the basic in year analyses 1.2 million from top to bottom.\”

All this was shi yuzhu destabilized. In 2006, borrow melatonin start anew, entered the shi yuzhu swims boundary. With advertising and more than 20,000 people pushing team capture two third-line cities all net cafe, \”journey\” online toll climbed to the highest 1.2 million. This performance is considered \”s marketing\” from health care to a successful online copy.

Internet company network advertisement throws in quantity sharp increase later. According to the 2010 related reports, erika network game advertisement cost growth over 40% each year in online games, online media advertising media from 2003 the proportion of 34 per cent of the increase to 79%. Average single game network advertisement expense of year 2003 launched the 277.7 yuan RMB 61.7 surged. But the network game\’s advertising investment gains than criterion by 60 per cent to 35.4%.
Currently online market is much more dangerous, the possibilities for more than 3,000 game, is nearly 60 times in 2003. A digital display, 2011 advertising KanLi prices generally growth over last year, compared with 30% growth as high as five years ago, 300%.

From selling online to sell health products
\”Health care itself worthless, the reason sell expensive because advertising money more.\” People all understand this truth. Though not because cost free online the increase in fees, but let the game amount discount. The value of industry Porn marketing, monopoly marketing etc. Are the new Internet company in product without the plight of the next stimulate and means.

The data shows, 17173 is domestic Internet company in game gateway media the media, on average, analyses the first single product launch scale occupied 40%, is the second largest baidu and tencent. And recently e-commerce banded together to protest baidu advertising, network game company as prices for game advertising prices also martyrdom. \”Good advertising is to rob, launch a houses the framework limit enough gao has no right to choose a good AD bits.\” A company director of marketing such bitterness. He also revealed 17173 ads this year, KanLi prices 30%, baidu, tencent of rising prices are generally.

Even so, buying media resources seems to have become blow a rival tactics. A source says value of 10 million yuan last tencent rich media ads/days of a company has been the industry cut half a year, but the bag in new product but reflect.

On the one hand complain advertising prices, on the one hand, also big blow money, even put on in earnings, clear writing to \”scaring\” rivals. \”This is a ringer melatonin occupation of CCTV gold advertising bits.\” Another Internet company responsible for marketing executives said. This thinking that make the game industry more and more like the health care industry, many two Internet company because the nubile cannot afford huge advertising expenses, appear hard to survive.

From smashing ads to hit innovation
But health products quickly using ads hit the market by market, and soon the painful lesson from subversive, began to let many online enterprise innovation motivity. \”Last year, are vast prurient interest not the dark horse product\” expeditionary \”can quickly flied red, and some of their details innovation has the very big relations.\” A personage inside course of study says, \”this year, large simple innovations can not out-of.\”
First appearance or giant, March 30, giant released \”journey 2\”, advertised its \”third generation business model\”, this call can lead the new revolution online business model is a lot of people watching, according to official figures, the number of online at the same time has reached 30 million, forced to pass the exam.

Always emphasize the perfect technology innovation in the space-time also this year YiTian new product \”record\” dragon-slaying shortly before the AX technology. Telltale Claims to achieve a truly wilfing server interworking than so-called \”instant, cross-server competitive\” more thoroughly realize cross-server function. April 25, \”annual advertising top\” ding ji open don\’t delete file sealing measure, compared with the rampant advertising, players are expected to react exactly like so optimistic.

In fact, shi yuzhu has plans to sell health products, but still play online. This means that wilfing imagination than health products. And what the imagination from online advertising or product innovation itself? Shi yuzhu action itself shows that problem.

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Category: Business
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